THE IMPACT OF PEAK MILK TELEVISION ADVERTISEMENT ON CONSUMER’S BUYING BEHAVIOUR
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- NGN 3000
ABSTRACT
This study examined the Impact peak milk television advertisement on consumer’s buying behavior in Edo State. In handling the study 3 research questions were put forward and they includes; (1) what is the attitude of consumers in Edo State towards peak milk television advertisement? (2) To What extent does peak milk television advertisement influence consumers to make buying decision? (3) What influence does peak milk television advertisement have on consumer buying behaviours? The survey design method of data analysis was adopted with the aid of 20 item questionnaire distributed to 300 (150 male and 150 female) respondent in Edo State which constitute the study population, drawn through the stratified sampling techniques. Data generated were presented and analyzed with the aid of frequency table, simple percentage and mean score based on 5-point likert scale. Findings revealed that consumers of peak milk have positive attitude towards peak milk television advertisements, it also revealed that peak milk television advertisement influence consumers buying behavior to a high extent, and finally, the findings showed that peak milk television have a high influence on consumers. The study therefore recommends that (1) that in the advertisement of peak milk, the company should pay more attention to continuous usage of television as a medium of advertisement, (2) that television should be considered first before any other media of advertising as its influence is most exciting and to high extent influences the buying decision of the consumers, (3) that the television advertisement of peak milk should be sustained to ensure consumer’s continuous patronage (4) The advertisement of the product should also be carried out in other medium, (5) Consumers of peak milk should be occasionally encourage with incentives in form of gift items and promo.
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